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4 Knock Your Socks Off Service Is: (Re)-... > The Reassurance Factor - Pg. 20

20 T HE F UNDAMENTAL P RINCIPLES reports that customers identify "salespeople who know less about their products than I do" as a leading reason for switch- ing from shopping at department stores to shopping via web sites or catalogs. Another study in the automobile industry finds that two out of three car buyers refuse to return to the same dealership for their next car. Their reasons have little to do with the car itself and more to do with the sleight-of-hand salesmanship encountered on the showroom floor and the boorish treatment they encountered when they brought the family chariot in for service. Thanks to the vast amount of comparative data available on the Internet, the number of cus- tomers who know more about your products than you do is higher than ever before. According to Chip Horner, vice pres- ident of Pfizer Consumer Group in Morris Plains, New Jersey, "Customers have done a lot more research, they go to the Web, and they save the toughest questions for the phone call or the e-mail to our call centers. Some of those questions are so ob- scure that we have to be prepared for the unexpected in much more detail."